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Power-points will also be provided on all seats – including in economy class.

But BA also pledged to provide 'upgraded catering' in economy on long haul flights. No details were given but a source said it would involve 'better food', and more of it.

Passengers have complained about the airline running out of food on flights, and not being offered enough drinks and snacks by cabin crew.

But BA confirmed it has no intention of re-instating free sandwiches, snacks and drinks on short haul flights.

Britain's flagship carrier said it will also invest in providing a better service for passengers in a bid to set it apart from budget rivals, including easyJet, Ryanair and Norwegian. That means WiFi for long and short-haul passengers and better plane food

The airline ditched free food and drinks in January, which was seen by many passengers as one of the last remaining perks setting it apart from budget rivals.

Instead passengers now have the option of paying for Marks & Spencer sandwiches, snacks and drinks.

BA says this has proved popular among customers.

But the airline has also come under fire from both staff and tomers for damaging its 'elite brand'.

Concerns have been raised over the loss of first-class perks, such as free amuse-bouches with customers' first drink, no more fresh flowers in the first class toilets, and the downsizing of complimentary washbags.

Mr Cruz also faced criticism for the IT meltdown over the May bank holiday, which resulted in 75,000 passengers' flights being grounded.

Yesterday the Spaniard, who previously ran Spanish budget airline carrier Vueling, said he is determined to 'stay ahead of the competition and improve the experience of BA customers in whichever cabin of the aircraft they choose to fly'.

This also involves offering cheap flights.

The airline ditched free food and drinks in January, which was seen by many passengers as one of the last remaining perks setting it apart from budget rivals. Instead passengers now have the option of paying for Marks & Spencer sandwiches (pictured), snacks and drinks

Speaking at the World Travel Market in London he said 'British Airways is facing a combination of competitive forces more challenging than at any point in our history.'

This includes fierce competition from budget airlines on short haul flights, and - increasingly - on long haul routes.

Pointing to the collapse of Italy's Alitalia, as well as Air Berlin and Monarch, he said: 'As a national flag carrier, we are not granted some special immunity from the way the industry has changed. Incumbency does not grant any privilege. We have no divine right to flourish, and we don't ask for one.'

He added: 'We want to be the airline of choice for everyone. Every customer matters - short haul or long haul; economy or premium. So we must have an offer that is attractive to everyone.'

David Buik, a veteran city commentator who works for stockbroker Panmure Gordon and has flown with BA for sixty years, said: 'People have really got the hump with BA. Mr Cruz has cut everything to the bone.

'He now has to get the balance right between running a tight ship and offering the type of service that people want.

'I have long been a BA fan but I feel the service has become poor and the planes are often tatty.'